Thermal Underwear: The Puzzle And Prospect Of Winter Essential Products

　　 Thermal Underwear It is a necessary product for winter cold protection. In November, the northern part of the country entered winter, and snow fell in some parts of Northeast China. The drop in temperature is bound to push up thermal underwear, cotton clothes, etc. Down Jackets And so on. Thermal underwear business also along with market The bigger the market, the more orderly the market order, and the market competition is going from the science and technology war to the brand war.

　 Play the concept must be solid.

The marketing of thermal underwear is full of dazzling adjectives and nouns. Thermal underwear is not fresh. Although the departments concerned have been trying to regulate the market, the media has been exposing this excessive publicity every year, but businesses are always on the trend.

For example, formerly popular soybean protein fiber underwear, known as rich in a variety of amino acids, has the unique effect of nourishing the skin. And a fiber expert told reporters, "soybean protein fiber underwear" most contain only about 30% of the soybean fiber, most of the rest are chemical fiber polyester. Soybean fiber does have good warmth retention, skin affinity and bacteriostatic functions, but the so-called nourishing skin function is not credible.

In 2004, the standard of knitted thermal underwear was first formulated. At that time, the thermal underwear market was in a chaotic and disorderly competition. At present, although the standard has been implemented for six years, the competition between thermal underwear brands has yet to get rid of the concept of marketing. On the issue of thermal underwear standards, reporters interviewed Miss Liu of the national textile Standardization Technical Committee's knitwear branch. Liu told reporters that the national development and Reform Commission has issued a notice on the revision of the standards for knitted thermal underwear, and plans to carry out revision work in the first half of next year and issue new standards in the second half of the year. At present, the "FZ/T73022-2004 knitted thermal underwear" standard is still in operation, which stipulates that the retention rate should not be less than 30%. Ms. Liu said that the main characteristics of thermal underwear are thermal insulation and breathability. A comfortable thermal underwear is the result of the best combination of these two indicators.

The "knitted thermal underwear textile" standard is not a mandatory standard. It is a recommended national standard. The State encourages enterprises to adopt it voluntarily. Enterprises can formulate their own business standards, but they must not be lower than the recommended standards of the state. With regard to the frequent phenomenon of the concept of warm underwear, Miss Liu believes that the publicity of various new technologies for thermal underwear should produce authoritative evidence to make sure that its publicity is true, and that stores such as department stores and supermarkets should also be strictly controlled in this regard.

Reporters at a Carrefour shop in Beijing found that most of the thermal underwear did not identify the "warmth rate" as an important indicator. Salesmen did not even know what the "warmth rate" was, and consumers were very vague about it. Among the seven consumers interviewed by reporters, they all expressed the importance of choosing brands when they chose to buy thermal underwear. They paid attention to material, thickness and touch, while only 1 people believed in all kinds of technology concepts advertised by thermal underwear manufacturers. {page_break}

　　 Thermal underwear with fashion Express

"To be demeanor or to keep warm?" the slogan of many years ago raised the trend of heat preservation products from thick to thin, removing the bloated appearance and promoting fashion. However, to date, the thermal underwear, which is designed to keep warm, is monotonous and old-fashioned. It is still dominated by pure color and lacks design elements. The color has also been limited to traditional colors such as scarlet, Tibet, gray, black and so on, which makes the thermal underwear less attractive to the young consumers who love beauty. A fashion beauty told reporters that Beijing winter indoor heating, do not wear warm underwear will not feel cold, and warm underwear style is not beautiful, but also thick, not close to the body, appear to be bloated.

This year, in order to seize the market of young people, some fashionable fashion thermal underwear products have appeared. The fabric is light, at the same time keeping warm and comfortable, and abandoning the monotonous colors of the past, adding to the fashion sense of underwear. The style is about body design, showing the lines of the human body. The design of thermal underwear is added to the pattern to embellish simple underwear into fashion elements.

Although the concept warfare of thermal underwear has cooled down, the market has been gradually standardized, the awareness of brand building has been enhanced, and the turn of thermal underwear is not smooth. How can the thermal underwear with a lack of design sense keep sales volume every year and attract consumers to buy? It can be said that fashion thermal underwear is a powerful magic weapon for thermal underwear manufacturers to get rid of the old marketing scrimmage and win the young consumer market.

　 Group buying to avoid rising prices

This winter, the price of thermal underwear has gone up. Last year, there were still less than 100 yuan underwear in the supermarket. However, this year, a reporter found in the supermarket that no matter which brand of thermal underwear is mostly over 120 yuan, and more than 200 yuan thermal underwear becomes the mainstream commodity. The reporter asked the salesperson why the price has gone up so much that the answer is that cotton prices have gone up.

The rise in cotton prices is a typical phenomenon of raw material prices rising this year. However, the price fluctuation of clothing based on cotton is not obvious, but it is reflected in the price of thermal underwear.

Before the media has reported this winter will be a thousand years of extreme cold phenomenon, becoming a hot thrust of thermal underwear prices. Warm underwear business to promote this concept, stimulating demand, has also become a good reason for price increases.

In order to avoid rising prices and the same "warm winter", the online shopping group's new shopping style of thermal underwear is very hot. In the past month, there are more than 20 websites for group buying thermal underwear. The price of group buying is between 69 yuan and 89 yuan, compared with the thermal underwear of supermarkets and stores, so the price is very attractive. For example, the original price of 399 yuan of the thermal suede warm underwear sets, 5 love group buying price is only 69 yuan.

If group buying is not everyday, then buying warm underwear on Taobao is also a good way to save money. Some of the thermal underwear and Taobao shop are only half the price of the supermarket.